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By Max Strozzi
Innsbruck – Despite all the temptations on the Internet, Tyroleans remain largely loyal to retail stationery during their Christmas shopping. According to a study by KMU Forschung Austria, one Tyrolean out of three wants to buy gifts online, but the bulk of the money will be spent this year in traditional shops.
On average, about 560,000 Tyrolean gifts will be purchased and each will cost around 370 euros. This represents a total business turnover of 207 million euros, of which nearly twelve percent pbad through online shops. At the top of the list is clothing, which is rather "atypical" compared to other federal states, says Ernst Gittenberger of SME Research. The books are in second place, while the coupons are in third place.
Overall, the Tyrolean trade expects a "positive and stable Christmas activity". It is "cautiously optimistic", compared with the previous year, to generate a slight increase in real sales. More specifically, this year, 60% of retailers expect sales comparable to the previous year and 20% expect better or lower activity.
For some industries, Christ the child is almost vital for survival. For example, the gaming industry is trading at least twice as much in December as every other month. The Christmas business also plays a central role in the watch, jewelery, book and electronics trade, Gittenberger said. What stands out: "Tyroleans buy gifts always later," says the expert. More than a third of Christmas purchases (37%) take place during the second half of December.
The chief negotiator of the Tyrol, Martin Wetscher, points out that every online purchase by an international company such as Amazon accompanies not only an outflow of taxes to foreign countries and tax havens, but also a considerable traffic load. "A mouse click is a moving carrier in Inntal," says Wetscher. It calls on regionalism and "shopping in Tyrol, whether online or in commerce". In the meantime, many Tyrolean dealers have an online store. According to Gittenberger, 20% of Tyrol retailers and an internet store are operated. From the point of view of Tyrolean fashion retailer Wolfgang Feucht, "offline or online business is not the subject of a good retailer", as long as a stationery retailer provides its customers with advice and quality entertainment.
According to Barbara Thaler, vice president of WK, online trading and liability insurance covering industrial property rights are being drafted to facilitate trade in e-commerce. This tailor-made e-commerce insurance has been designed in Styria and should soon be available in Tyrol.
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